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Maestría En Administración Instituto Tecnológico y de Estudios Superiores de Occidente Reconocimiento de validez oficial de estudios de nivel superior según acuerdo secretarial 15018, publicado en el Diario Oficial de la Federación del 29 de noviembre de 1976 Departamento de Economía, Administración y Mercadología Maestría en Administración Conceptos teóricos de Administración aplicados en el Simulador de Negocios Capstone TESIS que para obtener el GRADO de MAESTRO EN ADMINISTRACIÓN Presenta: ADRIANA DE ANDA CORNEJO, SOFÍA REBECA JIMÉNEZ MEJÍA, ÁNGEL EDUARDO MORALES VILLA, JOSÉ EDUARDO SALAZAR NAVARRO Asesor MTRA. LUCÍA DE OBESO GÓMEZ Tlaquepaque, Jalisco. 10 de mayo de 2021 Abstract Este documento representa el trabajo de obtención de grado de los autores de este, los cuales trabajaron como un equipo directivo para administrar a la empresa Chester en el simulador de negocios Capstone. En el capítulo uno, se presentan los fundamentos teóricos de la administración de negocios, como planeación estratégica, análisis de la industria, estrategias e implementación de estas, modelos de negocio, entre otro. Esto se complementa con el análisis casos de estudio de diferentes empresas. Se tocan también temas de interés actual, como lo es el trabajo en casa, flexibilidad laboral y COVID-19, entre otros. En el capítulo dos, se presenta el simulador de negocios Capsim, los módulos de los que se conforma, su funcionamiento y la planeación estratégica de Chester. En los capítulos que van del tres al seis, se analizan ocho años operativos de la compañía, comparando las decisiones tomadas contra los resultados obtenidos de Chester y su competencia. Por último, el capítulo siete son las conclusiones generales de los integrantes del equipo, tanto del simulador de negocios Capstone, así como una reflexión personal sobre la experiencia en el programa del ITESO y la misma institución. En resumen, se presentan y ponen en práctica los conocimientos adquiridos en las materias tanto de IDI como en el resto de la maestría de administración de empresas al ser aplicables en el ejercicio de dirección de un negocio. Palabras clave: Simulador, Capstone, Capsim, estrategia, Balanced Scorecard Índice CAPÍTULO 1 ................................................................................................................................ 10 1.1 Introducción ............................................................................................................................ 11 1.2 Proceso de planeación estratégica ........................................................................................... 11 1.2.1 Declaración de misión y visión ............................................................................................ 12 1.2.2 Análisis de la industria ......................................................................................................... 14 1.2.3 Análisis estructural y estrategia competitiva ....................................................................... 20 1.2.4 Elección de estrategia .......................................................................................................... 21 1.2.5 Implementación de la estrategia ........................................................................................... 25 1.3 Estrategia y Natura .................................................................................................................. 25 1.4 Diciplinas de valor: caso Soriana y Comercial Mexicana ...................................................... 28 1.4.1 Estrategia genérica de Soriana ............................................................................................. 28 1.4.2 Las tres disciplinas de Treacy y Wiersema de Soriana ........................................................ 29 1.4.3 La estrategia competitiva de Comercial Mexicana .............................................................. 32 1.4.4 Las tres disciplinas de Treacy y Wiersema de Comercial Mexicana................................... 34 1.4.5 Conclusión Caso Soriana y Comercial Mexicana ................................................................ 35 1.5 Estrategias de crecimiento: caso Panera y Starbucks............................................................. 37 1.5.1 Estrategias de Crecimiento .................................................................................................. 37 1.5.2 Estrategia de crecimiento de Panera Bread Company ......................................................... 39 1.5.3 Indicadores de Desempeño y Evaluación de la Estrategia de Crecimiento ......................... 41 1.5.4 Estrategias de crecimiento de Starbucks .............................................................................. 44 1.5.5 Conclusiones y principales diferencias entre Panera y Starbucks ....................................... 48 1.6 Recursos estratégicos y capacidades dinámicas: caso AB-InBev ............................................ 50 1.6.1 Estrategia Genérica de AB-InBev ........................................................................................ 51 1.6.2 Estrategias de Crecimiento de AB InBev ............................................................................ 53 1.6.3 Recursos estratégicos y capacidades dinámicas .................................................................. 56 1.6.4 Las capacidades dinámicas de AB InBev y la pandemia COVID-19 .................................. 60 1.6.5 Los retos de la estrategia de innovación de AB InBev ........................................................ 63 1.7 Modelos de negocio transformadores: caso Uber Technologies Inc. ..................................... 66 1.7.1 Estrategia Genérica de Uber ................................................................................................ 67 1.7.2 Estrategias de Crecimiento de Uber ..................................................................................... 68 1.7.3 Transformación de la Industria por parte de Uber ............................................................... 71 1.7.4 Problemas éticos de Uber ..................................................................................................... 73 1.8 Modelos de negocios digitales: caso Mercado Libre .............................................................. 77 1.8.1 Estrategia Genérica de Mercado Libre ................................................................................ 77 1.8.2 Modelo de Negocio de Mercado Libre ................................................................................ 79 1.8.3 Estrategias de Crecimiento de Mercado Libre ..................................................................... 80 1.9 Trabajo desde casa .................................................................................................................. 82 1.9.1 COVID-19: Límites entre vida personal y laboral ............................................................... 83 1.9.2 Agotamiento y ansiedad como producto del trabajo remoto ............................................... 84 1.9.3 Sobrecarga de trabajo en modelos de trabajo no tradicionales ............................................ 86 1.9.4 Trabajar desde casa en ambientes familiares ....................................................................... 88 1.9.5 Desafíos de trabajo no presencial ........................................................................................ 89 1.9.6 Conclusión trabajo desde casa ............................................................................................. 91 1.10 Conclusión ............................................................................................................................ 91 CAPÍTULO 2 ................................................................................................................................ 93 2.1 Introducción ............................................................................................................................ 94 2.2 Introducción a CAPSTONE..................................................................................................... 94 2.2.1 Segmentos de mercado y sus preferencias ........................................................................... 96 2.2.2 Las 5 fuerzas de Porter aplicado a CAPSTONE .................................................................. 98 2.2.3 Estrategias genéricas de CAPSTONE ................................................................................. 99 2.3 Planeación estratégica Chester ............................................................................................. 101 2.3.2 Organigrama y responsabilidades ...................................................................................... 102 2.3.4 Estrategia general ............................................................................................................... 105 2.3.5 Modelo de negocios CANVAS .......................................................................................... 105 2.3.6 Tácticas por departamento ................................................................................................. 106 2.3.7 Objetivos estratégicos (BSC) ............................................................................................. 112 2.4 Conclusión ............................................................................................................................ 114 CAPÍTULO 3 .............................................................................................................................. 115 3.1 Introducción
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